Coronavirus: impact on the U.S. advertising industry

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Statista dossier on the impact of the coronavirus disease (COVID-19) on the advertising industry in the United States

This dossier was compiled to provide recent information pertaining to the impact of the ongoing coronavirus disease (COVID-19) pandemic on the advertising and marketing industry in the United States. The pandemic, which originated in the Chinese city of Wuhan, has now infected people across the globe. The rapid spread of the virus and the resulting efforts to contain it, such as social distancing, cancelling entertainment events as well as trade fairs, is leading to decreasing advertising exposure and therefore cuts in advertising spending. This dossier aims at providing statistical data on the estimated impact of the pandemic on the promotional activities in the United States.

Table of contents

  • 1. Overview
    • Impact of COVID-19 outbreak on global ad spend 2019-2020

    • Impact of COVID-19 outbreak on U.S. ad spend 2020

    • Coronavirus influence on growth of media ad revenues in the U.S. 2020, by medium

    • Coronavirus impact on digital an linear ad revenues in the U.S. 2020

  • 2. U.S. media consumption
    • Consuming media at home due to the coronavirus worldwide 2020, by country

    • Media consumption increase due to the coronavirus worldwide 2020, by country

    • Coronavirus TV viewing: broadcast network audience growth U.S. 2020, by daypart

    • Coronavirus TV viewing: cable news audience growth U.S. 2020, by daypart

    • Coronavirus TV viewing: children's TV audience growth U.S. 2020

    • U.S. local newscasts: 25-54 demographic coronavirus viewership impact 2020

    • Uptick in streaming services consumption due to the coronavirus U.S. 2020

  • 3. Marketer perspective
    • Expected channel ad spend change due to COVID-19 according to U.S. marketers in 2020

    • Change in marketing budgets due to COVID-19 in the U.S. 2020, by channel

    • Leading responses due to COVID-19 according to advertisers in the U.S. 2020

    • Planned changes to ad messaging strategies due to COVID-19 in the U.S. 2020

    • Planned changes to ad and targeting tactics due to COVID-19 in the U.S. 2020

    • Perceived ad spend focus on performance media due to COVID-19 in the U.S. 2020

  • 4. Consumer perspective
    • U.S. consumer views on advertising effect on feelings due to COVID-19 in 2020

    • Impact of COVID-19 on U.S consumer views on social conduct portrayed in ads 2020

    • U.S. purchasing influenced by social conduct portrayed in ads due to COVID-19 in 2020

    • U.S. consumer views on brand communication due to COVID-19 in 2020

    • Global consumer preference of brand communication during COVID-19 in 2020, by country

    • Global consumers discouraging from brand use due to poor COVID-19 response 2020

  • 5. Digital advertising
    • Change in Google ad metrics for U.S. medical advertisers due to COVID-19 2020

    • Growth in Google ad conversion for entertainment advertisers due to COVID-19 U.S 2020

    • Growth in Google ad conversion for travel advertisers due to COVID-19 U.S 2020

    • Growth in Google ad metrics for restaurant advertisers due to COVID-19 U.S 2020

    • North American Facebook ads CPC due to COVID-19 in 2020

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